Career case study
Gift Card Store: more revenue from Microsoft Ads on less spend.
During Ed Jones’s agency career before founding Edify Digital, he worked on the Microsoft Ads strategy for Gift Card Store, restructuring campaigns around customer intent, rewriting ad messaging and reallocating budget towards the highest-performing search opportunities.
Career case study — work from Ed Jones’s agency career before founding Edify Digital.
Services: Paid Search & Performance · Ecommerce Performance
Results at a glance
More revenue, lower acquisition cost.
- +59.30%
- Revenue
- -34.04%
- CPA
- +96.44%
- ROAS
The challenge.
Google Ads competition and CPCs were putting pressure on a low-margin product category.
Microsoft Ads had potential access to lower-cost search demand and a valuable professional audience, but the existing account was not producing the required efficiency.
Targets: a lower CPA, revenue growth of at least 40% and lower overall spend.
The approach.
Buyer-intent campaign structure
Brand, Visa Gift Cards, Mastercard Gift Cards, eGift Cards and Generic Gift Cards.
Intent-matched ad copy
Bid-strategy overhaul
Audience layering
Budget reallocation
Towards stronger-performing campaigns.
More revenue on less spend.
+59.30%
Revenue
+22.87%
Conversions
1,679 to 2,063
-19.01%
Spend
-34.04%
CPA
+65.61%
CVR
14.57% to 24.13%
+96.44%
ROAS
33.7 to 66.2
Where the efficiency showed.
Mastercard campaign · Snapshot
67.5x
Mastercard ROAS
What the work demonstrated.
The Gift Card Store work demonstrated how a secondary search platform can become a meaningful efficiency lever when campaign structure, intent and budget allocation are treated strategically rather than simply copied from Google.
Related services
The services behind this work.
Next step
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